The Magic of Danmaku: A Social Interaction Perspective of Gift Sending on Live Streaming Platforms

25 Pages Posted: 5 Mar 2019

See all articles by Jilei Zhou

Jilei Zhou

Peking University, Guanghua School of Management

Jing Zhou

Renmin University of China

Ying Ding

Renmin University of China - School of Business

Hansheng Wang

Peking University - Guanghua School of Management

Date Written: November 22, 2018

Abstract

A novel function of live streaming is that viewers can send paid gifts to broadcasters. In addition, viewers can engage with broadcasters by sending danmaku, a type of comment scrolled across the screen in real time. This paper investigates the role of viewers’ social interaction in paid gifting on live streaming platforms. We argue that viewer-viewer interaction can prompt paid gifting by affecting viewers’ arousal level through stimuli extracted from danmaku. Types of danmaku- related stimuli are presence of others, social competition, and emotional stimuli. Specifically, presence of others is measured by total number of words; social competition by debate level; and emotional stimuli by similarity of danmaku, number of excitement-related words, and number of emoji. Using data from a major live streaming platform in China, empirical results show that except for number of emoji, the other four variables positively affect paid gifting.

Keywords: Live Streaming; Paid Gifting; Danmaku; Social Interaction; Arousal Theory

Suggested Citation

Zhou, Jilei and Zhou, Jing and Ding, Ying and Wang, Hansheng, The Magic of Danmaku: A Social Interaction Perspective of Gift Sending on Live Streaming Platforms (November 22, 2018). Available at SSRN: https://ssrn.com/abstract=3289119 or http://dx.doi.org/10.2139/ssrn.3289119

Jilei Zhou

Peking University, Guanghua School of Management ( email )

Beijing
China

Jing Zhou

Renmin University of China ( email )

No. 59 Zhongguancun Road
Haidian District
Beijing, Beijing 100871
China

Ying Ding

Renmin University of China - School of Business

Beijing
China

Hansheng Wang (Contact Author)

Peking University - Guanghua School of Management ( email )

Peking University
Beijing, Beijing 100871
China

HOME PAGE: http://hansheng.gsm.pku.edu.cn

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